When SEO architecture rhymes with good Quality Score!

by bold-lichterman

Along with the CPC (cost per click), the Quality Score is the second organ of Adwords campaigns. This is a score assigned by Google to your keywords in order to measure their relevance and assign your ads a better (or worse) position in search results. It is therefore recommended to maximize your Quality Score in order to reach the highest levels of these results. And, for that, a good SEO architecture is essential.

The Battle of the Advertisements

When you choose to embark on a paid SEO campaign on Google, you necessarily face stiff competition. In fact, an Adwords campaign can be costly as long as the competition for specific keywords is tough.

The ranking of rival ads is determined by two bodies:

  • Maximum bids, cost per click or CPC, the price you pay each time someone clicks on your ad;

  • The Quality Score, a sort of bonus awarded by Google to validate the relevance of your keywords.

The more violent the battle between the ads, the more the CPCs are pulled up: you will have to pay more and more to obtain an optimal positioning with the selected keywords. This is why it is essential to balance this first lever – financial – with the second, the level of quality, in order to maintain, or even reduce, its acquisition cost.

And how do you improve your Quality Score? By acknowledging the fact that the two formerly enemy listings – free SEO and paid SEA – are indeed complementary. And that a small onion SEO architecture allows you to improve efficiently, and at a lower cost, the famous Google rating. Kind of like taking a few private math lessons in high school to get better test scores, rather than buying the answers from friends in the other class at the expense of the wallet. Here, the private tutor will be a Adwords agency, able to show you the right path to follow.

Quality SEO

In itself, the CPC is not enough to ensure optimal visibility on Google. Google’s job is to provide Internet users with results that are relevant to their search. If the Internet user types “watch James Bond”, he hopes to find links relating to the tocante worn by His majesty’s most famous spy, perhaps because he wishes to obtain it. If the first advertisements that appear in the list refer to Blu-rays of films with James Bond, or to books by Ian Fleming, it is interesting in the absolute but not relevant within the framework of the precise request of the Net surfer. Google will therefore not have fulfilled its contract.

This is where SEO comes in: by translating customer needs into terms that Google will validate as appropriate. These are the keywords. So the keywords for which you pay per click (CPC) must echo the keywords built into your SEO architecture, which themselves have been thought out in such a way as to optimize the quality of your page. You follow ?

Dive into the heart of the Quality Score

The Quality Score allows Google to rate the relevance of the keywords in an Adwords campaign. This is a way for the search engine to ensure that it will offer the Internet user results corresponding to its queries – condition sine qua non so that he does not want to look elsewhere. Understand how the Quality Score (and knowing how to find and analyze it) is a must for anyone who wants to pull the strings to improve it.

The Quality Score is represented by a score out of ten. We estimate the QS:

  • Excellent above 7/10

  • Bad below 4/10

Ideally, for a good campaign, you should achieve a score of 7/10 for at least two-thirds of its keywords.

How does Google calculate the Quality Score? The answer can be found in the drawing below:

U JI6Rhn7rr1wYEP9rzwEBlsJytiyVDg8Zlrti2Y0LF8 peiEDYdMQGSqWJi8fyvZuKzNJlPvtkr3CEEoJZ8iRA2WXbNxf4gQkRaB39sQyJoNDvR CIgmv

The three most determining elements in the calculation are the following four:

  • The expected click-through rate

  • The relevance of the ads

  • The relevance of keywords

  • The relevance of the landing page

Why should we target a good QS?

The whole question is there: why do we need to target the best Quality Score possible since we are already spending a lot of money for the CPC? Why would we need to rely on good SEO architecture?

For these three reasons:

  • To get a better position for your ads

  • (And) to lower the price of the first page auction

  • (So) to decrease the CPC (cost per click), which has the effect of improving its profitability and maximizing its ROI (return on investment)

To increase profitability, of course! The better the quality, and therefore the relevance of the keywords, the higher the positioning, the less expensive the Internet user will click on the ad!

How SEO contributes to improving QS

Improving your Quality Score involves two levers:

  • Increase your CTR (click-through rate)

  • Maximize the relevance of content

Improving CTR is pure SEA work: your ads need to be as relevant and effective as possible. To do this, it is necessary to test many variants to determine which ones attract the most clicks from Internet users. The goal is to make the visitor want to click on your ad rather than those of competitors. You will find some tips this way.

Maximizing your content involves working on your SEO architecture. It’s all about focusing on the relevance of the ads, the keywords and the landing page, “landing page“. How? ‘Or’ What?

  • By creating ad groups based on the themes of your pages (grouped by technology, brand, genre, etc.).

  • By finding the most relevant keywords.

  • By working on its landing page so that it best responds to the Internet user’s request.

This is where SEO takes on its importance: the landing page must have textual content recognized by Google, and therefore respect the rules of SEO, in particular by containing the keywords of your campaign. And those keywords need to accurately answer queries and be effectively disseminated across landing pages.

In short, it’s SEO optimization that makes a page relevant. The equation, then, is simple: relevance is a quality criterion for Google, which improves the Quality Score. The increase in QS has an effect on the positioning of your ad. Better positioning contributes to increasing the click-through rate (since the ad has gained visibility), which further enriches the QS. As a result, CPC is minimized for your keywords which, through leverage, increases your ROI. And your page, in the eyes of the Internet user, becomes the Queen!

Andrea BensaidAndréa Bensaid is the founder of the SEO agency Eskimoz, based in Paris and with 10 years of SEO experience. He supports businesses of all sizes in their web visibility strategy.
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